Bear Brook Develops Imthemip Campaign

Smithsonian Magazine is targeting time-constrained advertiser and advertising agency executives nationwide with a direct mail campaign pushing the virtues of running ads in its monthly publication. Handled by Bear Brook, Chester, NY, the campaign began a week ahead of today's introduction of a sweepstakes online called "The Most Interesting Person You Know." The idea is to get advertiser and agency executives to know Smithsonian's readers better. The site asks trivia questions about Smithsonian's readers to prove how relevant they are to the ad community. Diane Lowman, New York-based marketing director of Smithsonian Magazine, says "we hope this will break through the clutter and reinforce just how attractive our reader is."